Case Study: Increasing organic installs on IOS for Mobile Premier League


Increase In Product Page Views


Increase in ranked keywords


Uplift in Organic App Installs

Brand: Mobile Premier League

Market: US

Channels used: ASO


Mobile Premier League (MPL) is a leading mobile platform where users can compete in multiple skill based mobile gaming tournaments in return for cash prizes. Since 2021, MPL is also active in the US.

Objective: Increase organic installs

MPL wanted to increase their organic installs coming through the IOS App Store.


In the highly competitive real money gaming industry, it is essential to keep the app storefront relevant to the latest app features and game availability. At the same time, with real money involved, it is essential to focus on trust signals.

Our approach

We looked at the major App Store trends in the United States and conducted a competitor analysis, using our findings to build hypothesise for keyword implementations and A/B testing.

Product page optimization

We conducted a number of Product Page Optimizations, A/B testing a range of factors, such as:

  • Copy text
  • Copy colour
  • Device imagery
  • Game callouts
  • Game backgrounds and more



In-app events

We focused on in-app events for high-revenue generating games such as Gin Rummy, 3 Card flush, Spades, Bingo, Block Puzzle & and Snakes & Ladders. We varied the events around different game modes, such as Leaderboards and Tournaments.

To ensure relevance, we adapted screenshots and ran exclusive in-app events according to festive seasons (e.g. Halloween, Thanksgiving, Christmas) and other US based holidays.

Keyword optimization

The main challenge we faced with keywords was the breadth of games included within the MPL app and the competitiveness of the keywords relating to these games.

Through our various keyword implementations, we have addressed the multiple key areas, improving rank across the board and gaining ranking where we previously were not.

We conducted 5 rounds of keyword optimization focusing on Money & Cash, Rummy, Cards and Bingo related keywords.

KeywordsBefore ASOAfter ASO
Gin Rummy9841
Card Games22691
Win Real Money Games4120
Solitaire ClashUnranked12
Money Earning AppsUnranked25
Gin Rummy ClassicUnranked46
Rummy Card Game10935
Spades Card GameUnranked12
Spades OnlineUnranked30
Solitaire Cash Games14527


Following all the best practices of ASO, we helped MPL achieve:

42% increase in top 15 keywords

57% increase in top 30 keywords

200% increase in Product Page Views

40% increase in Search App Installs

11% increase in Browse App Installs

A few words from
Mobile Premier League

‘Over the past six months, M&C Saatchi Performance has been instrumental in optimizing MPL’s ASO strategy on iOS in the US market. Their proactive approach, offering strategic options for keywords and creative assets, coupled with seamless execution and insightful performance analysis, has resulted in a substantial increase in our app’s organic installs. It has been a fruitful partnership, and we’re excited for what lies ahead.’

Sandesh Gupta

Head of Digital Marketing at MPL – US

WE did it for them we’ll do it for you